🔊 It's all about apps -- except when it's about advanced TV, of course

Plus, how Hulu's harnessing the pause and the importance of sticking to your KPIs Feb 21, 2019 Good morning marketers, how are your KPIs looking? Digital ads are expected to [top traditional advertising]( for the first time ever by the end of this year. Much of the digital ad spend in 2019 will happen on Google and Facebook, but Amazon is definitely gaining momentum. The triopoly is coming! Hulu is [testing its new “Pause Ads”]( with two major brands: Coca-Cola and Charmin. The ads, which play while viewers pause a show, are expected to be available by next quarter. Hulu’s head of advertising said the company’s research showed consumers prefer the subtle, non-intrusive ad approach, but whether or not advertisers will sign on remains to be seen. Adobe Target users are [getting an update](. The testing tool now includes a “weighted relevance” algorithm for recommendations and the Personalization Insights reports will show conversion and revenue lifts resulting from the platform’s algorithms. There is also a new version of the Target Personalization Maturity Model that is available to everyone, not just Adobe Target users. Beware mobile advertisers: Oracle has discovered another [major ad-fraud operation]( that is impacting Android users. The company found a DrainerBot code has been distributed via an infected SDK, affecting hundreds of popular Android apps and games. There’s more below, as our Pro Tip digs into relevant KPIs and we wrap up a few mobile app announcements from Google and Apple. Amy Gesenhues, Staff Reporter Pro Tip Know your goals, and stick to them It seems obvious, but sticking to an attribution approach during a campaign – without shifting mid-stream – is a common mistake. As Matt Fanelli of MNI Targeted Media explains, “Engagement can mean several things. Typically, engagement is measured using a Video Completion Rate (VCR) for online video, but it can also be measured by time spent with high-impact creative or with post-click metrics. It is always best to determine what type of engagement should be measured and to establish a benchmark before the campaign launches.” [READ MORE »]( Live Webinar: Get More From Your Customer Data With Open Marketing Cloud- Feb. 21 Sponsored by Mautic With so many marketing automation options available, it’s hard to know where to start – or how to disengage from your current provider. In this webinar, Mautic VP of Marketing, Katie Staveley, will provide an overview of the company’s Open Marketing Cloud, a fully-featured marketing automation platform that is different than everything you’ve tried. She’ll be joined by current Mautic customer, Michael Brown, CEO of nDash, who will share how Mautic has helped his company improve marketing results by making its customer data more actionable. [READ MORE »]( Mobile Shorts Apple only has room for one app store Renamed. From now on, Google’s “Universal App campaigns” [will be called “App campaigns”]( and will be included among Google’s top-level Google Ads segments along with Search, Display, Video, Shopping and Smart ads. Google said the name change will not affect campaign features or functions, and no action is required by advertisers with existing campaigns. Relaunched. Apple is reported to be moving forward with its “Marzipan” initiative to [combine iPhone, IPad and Mac apps](. The company is rumored to be releasing a software development kit at its developers conference in June that will allow developers to port iPad apps to Mac computers. The kit is expected to be expanded to iPhones in 2020 with a full roll-out in 2021. Re-eaten? (We tried). A report from Allied Market Research claims the global food delivery mobile application market [will reach $16.61 billion]( by 2023. That’s a lot of food deliveries compared to the $3.79 billion the market saw in 2017. Based on the report data, the food delivery app market is expected to grow by 27.9 percent between 2017 and 2023. Reading List Today's theme: Sonic branding and on-demand laundry [Does Vertical Video Make a Difference? We Spent $6,000 on Tests to Find Out]( – Buffer [Google launches .dev with some big-name anchor tenants]( – Domain Incite [If a Brand Is Not Authentic in Its Attempts to Reach Black Audiences, Then It’s Not Trying Hard Enough]( – AdWeek [LYNX presents Shower & Shave ASMR Tutorials]( – AdsoftheWorld [Pinterest Quietly Blocks All Vaccine-Related Searches, Which Is One Solution, I Guess]( – Gizmodo [Sound on for Mastercard’s Debut Sonic Brand]( – Martech Advisor [Tide plots nationwide ambitions for mobile on-demand laundry service]( – Marketing Dive [Walmart takes over online ad sales in huge blow to WPP unit | Digital]( – Ad Age [Chrome will Soon Let You Share Link to Specific Word or Sentence on a Page]( – Chrome Story Join Us Gain expert SEO & SEM tactics to drive your campaign's success. Attend SMX Advanced, June 3-5! Attend Search Engine Land’s [SMX Advanced](, June 3-5, 2019 for expert-led sessions, networking (including the 2019 Search Engine Land Awards), and top amenities including WiFi, delicious meals, and snacks. This is your once-a-year event to learn only advanced SEO and SEM tactics. You’ll come away with at least one tactic that you can immediately put to use… we guarantee it. [View rates and register today](! [Marketing Land] [( [Want to advertise?]( This email was sent to {EMAIL}. [Click here to unsubscribe or manage your subscriptions]( [We respect your privacy.]( This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. Redding, CT 06896 USA © 2006-2019 Third Door Media. All Rights Reserved.